CLOCKMarket Characterization

Transformation starts with characterization. To move markets to a higher level of efficiency, we first need a keen understanding of who is out there, what they sell, and how they sell it. We also know that markets aren’t standing still – they are constantly evolving. Cadeo characterizes markets to understand the key players and what drives them. From this informed position, our clients motivate change.

  • Who are the key market participants and what roles do they play?
  • How big is the market and how is it changing?
  • What are the key market segments and how are they structured?
  • What drives competition in the market?
  • Who are the price takers and price makers?
  • Who drives product availability and product selection?
  • What external forces shape the market?


New and emerging energy efficient technologies can be complex. Our engineering services team helps our customers navigate these technologies and incorporate them into their programs. Our engineering services range from residential and commercial building simulation to development of equipment specifications and rating systems. We work with partners to conduct laboratory testing and field work, advising on data collection procedures and testing protocols.

  • How do modeled savings compare to program estimates?
  • Do technologies save as much (or more) in the field as anticipated?
  • What are potential field research options? What is the best protocol for this technology given constraints in budget, timing, and access?
  • How will codes & standards impact technology efficiency?

Data Science

We live in the age of big data. The amount of information expands exponentially every day, and that can be overwhelming. Cadeo believes that data science is a discipline that does not live in a vacuum: we help our clients understand data—big and small—in the context of market characterization, technology, policy, program evaluation and engineering. Our approach is to distill customer, public, and third-party data sources into actionable, hypothesis-driven insights that often cross traditional functional areas.

  • What customer demographic and dwelling-unit characteristics correlate with technology adoption?
  • What segments of customers are most likely to participate in a specific utility rebate program?
  • How will recent market trends impact energy consumption and capacity in the future?
  • How can utilities use energy consumption patterns to inform decision-making?


Successful energy programs are constantly evolving – building on their achievements and responding quickly to lessons learned. In the spirit of continuous improvement, Cadeo helps our clients identify opportunities for immediate and long-term success through accurate and thoughtful impact and process evaluations. Our actionable recommendations are grounded in how markets actually work.  That is, how end-users actually make energy-related decisions about their homes and businesses.

  • What energy savings and demand reductions are the program generating?
  • What opportunities exist to increase the magnitude or reliability of these savings?
  • How is the target market responding to the program’s incentive structure, or marketing message?
  • How long will the current program design prove effective?
  • How should the program evolve throughout its lifecycle?
  • When is it time to move on to the next big thing?

 Technology Assessment

Technological development creates the opportunity to do more with less.  The essence of efficiency. Despite those clean-looking “diffusion” charts, not all technologies come to fruition.  Many barriers may stand in the way: cost, consumer preferences, market structure, reliability…  Cadeo gives its clients a realistic assessment of emerging technologies’ potential within the context of its specific market. We help our clients effectively allocate resources to plan for and promote the efficiency resources of tomorrow.

  • What technologies prevail in the marketplace? Is it differentiated from supplier to supplier?
  • What promising technologies have yet to gain market traction?
  • What barriers prevent these technologies from gaining wider market acceptance?
  • How rapidly is the technology maturing?
  • What role does intellectual property play in technology availability?
  • How does consumer behavior influence the development of new technology?

Policy Analysis

Broadly speaking, ‘policy’ can take many forms, whether it be an efficiency program’s design, a federal regulation, or a stakeholder communication strategy.  At Cadeo, we use our market research and creativity to expand the suite of policy options available to our clients. We believe it is our responsibility to understand each client’s particular set of pressures and stakeholder constituencies that influence their decision making process. When possible, we forecast costs and benefits of various alternatives to inform decision making. We also help clients with a local or regional focus understand how federal policy affects them specifically.

  • How does a building code, efficiency standard, or policy initiative impact the market?
  • How can we weigh categorically different costs and benefits?
  • How do national policies affect specific regions?
  • What secondary effects can be expected?
  • What programmatic levers are best suited to a given policy objective?
  • What options are we not considering that we should be?
  • To what levers are the outcomes most sensitive?

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